The contract with the Brazilian Football Confederation (CBF for Série A naming rights is part of Betano's long-term strategy to solidify its presence in the Brazilian market. The end of the partnership with Fluminense is mentioned by Majewski as an exciting moment, but one that opens up space for new sponsorship opportunities.
In addition to being the new sponsor of Série A of the Brasileirão, Betano also maintains strategic partnerships with Atlético-MG and holds the naming rights for the Copa do Brasil, consolidating its presence in the Brazilian football scene.
Majewski highlights the importance of being close to fans and “offering special experiences, both inside and outside the stadiums.” He highlights that Betano is committed to following the NBA's activation model.
The brand plans “activation activities that include the awarding of the Betano star trophy to the best player in the match, monthly awards for players and goalkeepers and the creation of Betano House, an immersive experience similar to the American basketball model.”
In addition to the aforementioned initiatives, the company plans activation activities in stadiums and in the digital environment, providing unique and engaging interactions for the public.
Although there are currently no concrete plans to sponsor other sports, “Betano is constantly looking for interesting opportunities and seeks to understand the context and benefits of each partnership.”
Despite the end of the partnership with Fluminense, Betano is committed to following its sponsorship strategy and continuing to explore ways to engage with the Brazilian public in a meaningful way.
Majewski emphasizes that “the company is open to future opportunities, but for now, the main objective is to consolidate its presence in already established assets.”
According to the executive, Betano is determined to position itself as a leading brand in the Brazilian sports scene, making the most of its strategic partnerships and investing in innovative brand activation initiatives to captivate fans and strengthen its presence in the market.
Link to the full Maquina do Esporte interview
Source: GMB
